Electronic Media and Interpersonal Discourse: Mediation in Crises

Masrur Alam Khan & Muhammad Rehan Rasheed



This paper envisages how electronic media portrays the most sensitive issue of militant insurgency in the country and subsequently mediated through interpersonal discourse to develop their social consensus. The uses and gratifications theory addresses an individuals’ social integrative needs through interpersonal interaction, within a social network as conversational currency. The media, exclusively electronic media provide a common ground for social integration among individuals and provide an opportunity to pent-up their catharsis regarding militant uprising through interpersonal communication to build up their social harmony. This study investigates the extent to which exposure of television news is leading to the acceptance of violence and the level of emotional empathy, pro-violence attitude and compassion fatigue towards war on terror among television news viewers. Therefore, effect of television news regarding coverage of assassination attempt on Malala Yousafzai, frequency of interpersonal discourse through social networks of the university students was examined through quantitative research technique. Subsequently, participation of interpersonal interaction, willingness to share this tragedy with their family members was measured just after this incident while using a 5-point Likert scale survey instrument. The study empirically supported that young generation have an emotional attachment to such sensitive issues which is further mediated through family members.

Keywords: Electronic Media, Mediation, Interpersonal Discourse, Emotional Empathy, and Uses & Gratification.

Permanent link to this article: http://jssh.aiou.edu.pk/?p=1407

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